Bengaluru: As India gears up for another high-octane cricket season, InMobi and AppsFlyer have released the second edition of their ‘Decoding Indian Cricket Fans’ report, revealing how cricket has evolved into a multi-screen, AI-influenced and commerce-led phenomenon.
Based on a survey conducted among Android and iOS users in January 2026, the findings indicate a significant shift in consumer behaviour — from passive match viewing to AI-powered discovery and active shopping.
Rise of AI-Led ‘Agentic’ Commerce
One of the most transformative trends this season is the emergence of AI-led agentic shopping. According to the report, 1 out of 5 shoppers now actively seek AI-powered recommendations to shorten the path from inspiration to purchase. This signals a move toward guided discovery, where AI does more than serve ads — it meaningfully reduces friction in the consumer journey.
The report notes that this shift requires brands to pivot from short-term ‘burst’ advertising to sustained, always-on discovery strategies to effectively engage modern cricket fans.
The Permanence of Multi-Screen Behaviour
The findings reinforce the dominance of multi-screen engagement. While 8 in 10 fans watch matches on television, 90% simultaneously use smartphones. The so-called “idle screen” has become a high-attention touchpoint, with 50% of fans actively seeking content on smartphone lock screens and ambient TV screens.
Cricket fans are increasingly hyper-connected during match hours, with 85% browsing social media, 57% ordering food, and 30% shopping while watching games.
Engagement trends across the InMobi and Glance ecosystem further validate this behaviour. During the cricket season, Glance lock screen engagement increases by 140%, with users spending 44% more time per card. Mobile app click-through rates (CTR) rise by 30%, while Glance Connected TV CTRs surge by 100%, highlighting the growing impact of large-screen engagement — particularly among the 50% of fans who actively seek cricket content throughout the day.
Cricket as a Commerce Catalyst
Beyond engagement, cricket is driving significant purchase intent. The report reveals that 9 out of 10 fans intend to shop during the season, with one in five planning to spend over ₹25,000.
Key spending categories include:
- Food and beverages (69%)
- Groceries (43%)
- Apparel and accessories, including team merchandise (42%)
- Tickets and hotels for stadium visits (41%)
- Electronics (28%)
As attention, AI-driven recommendations and high purchase intent converge, cricket is emerging as one of India’s biggest seasonal opportunities for brands to drive measurable shopping outcomes.
Gaurav Jain, Head of APAC Revenue, InMobi and Glance, said, “We are witnessing the emergence of ‘Agentic Commerce,’ where AI-driven discovery replaces passive ad consumption by actively guiding fans toward relevant purchases. This shift allows brands to move beyond simple impressions and embed themselves meaningfully within the consumer journey. Through Glance and InMobi, advertisers aren’t just reaching an audience, they are becoming the gateway to the mobile experience, shaping discovery, influencing decisions in real time, and occupying the most immediate, high-attention moment on the screen.”
Three-Pronged Strategy for 2026
To capitalise on these shifts, InMobi and AppsFlyer recommend a three-pronged strategy for marketers:
- Dual-Screen Continuity: Bridge the gap between TV storytelling and mobile conversion
- Sustained Presence: Move beyond 30-second spots to 24/7 visibility with interactive experiences
- Personalisation: Leverage AI-powered recommendations to drive relevance and action
Sanjay Trisal, General Manager – India, SEA and ANZ, AppsFlyer, added, “AppsFlyer is delighted to bring well-rounded cricket season insights to the Indian advertising ecosystem in partnership with InMobi Advertising and Glance for the second year in a row. Together, we have explored ways marketers can combine creative innovation and strategic execution to turn the seasonal spike into a long-term compounding advantage.”
The report concludes that by embracing AI-led discovery and the entrenched multi-screen reality, brands can evolve from delivering impressions to becoming integral to the fan’s real-time journey. In 2026, winning the cricket season will depend on converting passive viewers into active shoppers through intelligent, always-on engagement.
